Multi-screen healthcare                             Sam Walmsley - Mobile ConsultantWednesday, 26 September 12
Hello DigiPharm         I work as consultant at Bluelight         Bluelight is a consultancy providing compliant mobile an...
Hello DigiPharm         I work as consultant at Bluelight         Bluelight is a consultancy providing compliant mobile an...
Hello DigiPharm         I work as consultant at Bluelight         Bluelight is a consultancy providing compliant mobile an...
Hello DigiPharm         I work as consultant at Bluelight         Bluelight is a consultancy providing compliant mobile an...
Agenda       1. Multiscreen Health       2. The mobile pharmaceutical company                                             ...
What do you expect as a customer?      I want what I want, when I want it,      where I want it      I want content indepe...
Multiscreen Health                                 HCPs in EuropeWednesday, 26 September 12
The multiscreen doctor   Ref: Manhattan Research, Taking        the Pulse Europe 2011Wednesday, 26 September 12
Mobile content                  Smartphones                                                                       71      ...
How doctors use smartphones                                   sms     75% check email                            59% brows...
x  yS                                                                                   ala                               ...
Apple devices & medical content                                  2%2%0%                                     1% 0%         ...
European handsets                                                  4%                                             2%      ...
Variations by country                                 66%   21%   48%   Daily use of                                      ...
More screens, more access     Ref: Taking the Pulse 2012                 (US)Wednesday, 26 September 12
More screens, more access                 Doctors with 3 screens     Ref: Taking the Pulse 2012                 (US)Wednes...
More screens, more access                 Doctors with 3 screens                              Spend more time online     R...
More screens, more access                 Doctors with 3 screens                              Spend more time online      ...
Consumers                               ResourcesWednesday, 26 September 12
EU Smartphone data                                  www.ourmobileplanet.com     Ref: Taking the Pulse 2011                ...
Pharma                             Pharma is NOT Multi-screenWednesday, 26 September 12
Mobile Pharma                    4         out of 20 pharmaceutical corporate                               websites have ...
Brand.com sites                                       out of top 20 pharmaceutical                                    pres...
Brand.com sites                             0         out of top 20 pharmaceutical                                    pres...
Brand.com sites                             0         out of top 20 pharmaceutical                                    pres...
Oncology     82%                 of oncologists consult their mobile                            device 4 or more times a d...
Oncology     82%                 of oncologists consult their mobile                            device 4 or more times a d...
Oncology     82%                 of oncologists consult their mobile                            device 4 or more times a d...
Top 100 advertiser sites                                                                             vs                   ...
Top 100 advertiser sites                                      63%                                    vs                   ...
Top 100 advertiser sites                                      63%                                    vs                   ...
Does it matter?                          out of HCPs are likely to abandon the                         mobile website if i...
Does it matter?     62% out of HCPs are likely to abandon the                         mobile website if its not optimised ...
Does it matter?     62% out of HCPs are likely to abandon the                         mobile website if its not optimised ...
Does it matter?     62% out of HCPs are likely to abandon the                         mobile website if its not optimised ...
Apps as a mobile strategy                             The focus on apps not multi-device or                               ...
Health Apps                                                of iPhone apps created by                                      ...
Health Apps                    100’s of iPhone apps created by                                                            ...
Health Apps                    100’s of iPhone apps created by                                                            ...
Health Apps                    100’s of iPhone apps created by                                                            ...
Health Apps                                               of iPhone apps are only used                                    ...
Health Apps                  30% of iPhone apps are only used                                                             ...
Health Apps                  30% of iPhone apps are only used                                                             ...
Health Apps                  30% of iPhone apps are only used                                                             ...
Apps are challenging         Are health                                 Are they cost        apps medical                M...
Apps are challenging         Are health                                 Are they cost        apps medical                M...
Where to start                               & questions to askWednesday, 26 September 12
1.Research                                                           Mobile search                                        ...
2. Mobile search       Back to basics SEO ensure       technical, speeds and tagging of       web content.       Both desk...
3. Developing mobile content                                                       How should you                         ...
Responsive webWednesday, 26 September 12
Covers all devices                                     Responsive Web Design                       Website              iP...
Earth HourWednesday, 26 September 12
illyWednesday, 26 September 12
Boston GlobeWednesday, 26 September 12
Onsior NAH                 http://us.onsior.com/Wednesday, 26 September 12
4. Promotion                                   Huge topicWednesday, 26 September 12
Mobile Traffic & SEM                                          The mobile site receives 38% of                              ...
Whats next.....                                Future gazingWednesday, 26 September 12
Multiscreen OwnershipWednesday, 26 September 12
HTML5 FT.com         Mobile apps: native not         always best, HTML web         apps may rule in the         future?   ...
Final ThoughtsWednesday, 26 September 12
How to contact me                         +44                                                                         7961...
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DigiPharm - Multiscreen Healthcare: Doctors, Pharma and Patients use of Mobile

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DigiPharm - Multiscreen Healthcare: Doctors, Pharma and Patients use of Mobile

  1. 1. Multi-screen healthcare Sam Walmsley - Mobile ConsultantWednesday, 26 September 12
  2. 2. Hello DigiPharm I work as consultant at Bluelight Bluelight is a consultancy providing compliant mobile and digital strategy to pharmaceutical companies In mobile we provide strategy, mobile marketing, app support and mobile web deliveryWednesday, 26 September 12
  3. 3. Hello DigiPharm I work as consultant at Bluelight Bluelight is a consultancy providing compliant mobile and digital strategy to pharmaceutical companies In mobile we provide strategy, mobile marketing, app support and mobile web deliveryWednesday, 26 September 12
  4. 4. Hello DigiPharm I work as consultant at Bluelight Bluelight is a consultancy providing compliant mobile and digital strategy to pharmaceutical companies In mobile we provide strategy, mobile marketing, app support and mobile web deliveryWednesday, 26 September 12
  5. 5. Hello DigiPharm I work as consultant at Bluelight Bluelight is a consultancy providing compliant mobile and digital strategy to pharmaceutical companies In mobile we provide strategy, mobile marketing, app support and mobile web delivery @sammielwWednesday, 26 September 12
  6. 6. Agenda 1. Multiscreen Health 2. The mobile pharmaceutical company 24 3. Apps as a mobile strategy 4. Where to start & questions to ask 5. Whats nextWednesday, 26 September 12
  7. 7. What do you expect as a customer? I want what I want, when I want it, where I want it I want content independent of location, platform, time or nature of request I want no restrictions, and I want it portable I want a seamless multichannel Adaptedby PaulDixey experiencesWednesday, 26 September 12
  8. 8. Multiscreen Health HCPs in EuropeWednesday, 26 September 12
  9. 9. The multiscreen doctor Ref: Manhattan Research, Taking the Pulse Europe 2011Wednesday, 26 September 12
  10. 10. Mobile content Smartphones 71 Search 84 Tablets 53 News 71 51 Scientific articles 70 19 Watch videos 56 14 Social Networks 28 0 15 30 45 60 75 90 Ref: Manhattan Research, Taking the Pulse Europe 2011Wednesday, 26 September 12
  11. 11. How doctors use smartphones sms 75% check email 59% browse web 70% send email 74% text 52% multimedia messaging 74% search 52% download internet apps 14% social networking 30% instant 21% watch sites message online videos Ref: Taking the Pulse 2011 (EU)Wednesday, 26 September 12
  12. 12. x yS ala gG sun Sam uch Av. visit duration To old No. pages visit yB err ckb Bla RIM s exu x yN ala gG sun SamiPad engagement ote x yN ala gG sun Sam ch ou dT iPo ple Ap II x yS ala gG sun Sam ia per nX sso E ric ny So e on iPh ple Ap Ref: BMJ Aug 2012 analytic d iPa ple Wednesday, 26 September 12 Ap data 3 2.5 2 1.5 1 0.5 0
  13. 13. Apple devices & medical content 2%2%0% 1% 0% 0% 3% Apple iPad Apple iPhone Sony Ericsson Xperia Samsung Galaxy Apple iPod Touch 53% Samsung Galaxy Note 38% Samsung Galaxy Nexus RIM Blackberry Bold Touch Samsung Galaxy S Ref: Taking the Pulse 2011 (EU)Wednesday, 26 September 12
  14. 14. European handsets 4% 2% 7% Apple iPhone 8% Android Google Nokia 45% Samsung 8% Window Mobile Blackberry Palm 12% Other 12% Ref: Taking the Pulse 2011 EuropeWednesday, 26 September 12
  15. 15. Variations by country 66% 21% 48% Daily use of devices for 74% 14% 66% professional purposes 64% 17% 28% 60% 22% 40% Ref: Elsevier EPS 2012 n=1093Wednesday, 26 September 12
  16. 16. More screens, more access Ref: Taking the Pulse 2012 (US)Wednesday, 26 September 12
  17. 17. More screens, more access Doctors with 3 screens Ref: Taking the Pulse 2012 (US)Wednesday, 26 September 12
  18. 18. More screens, more access Doctors with 3 screens Spend more time online Ref: Taking the Pulse 2012 (US)Wednesday, 26 September 12
  19. 19. More screens, more access Doctors with 3 screens Spend more time online Go online more often Ref: Taking the Pulse 2012 (US)Wednesday, 26 September 12
  20. 20. Consumers ResourcesWednesday, 26 September 12
  21. 21. EU Smartphone data www.ourmobileplanet.com Ref: Taking the Pulse 2011 (EU)Wednesday, 26 September 12
  22. 22. Pharma Pharma is NOT Multi-screenWednesday, 26 September 12
  23. 23. Mobile Pharma 4 out of 20 pharmaceutical corporate websites have a mobile presence Ref: Bluelight research based on top 20 pharma companies based on revenue (.com)Wednesday, 26 September 12
  24. 24. Brand.com sites out of top 20 pharmaceutical prescription brand websites have a mobile presence YET of traffic searching for the brand is from a mobile device Ref: Bluelight research, based on 2011 brand prescription sales by volumeWednesday, 26 September 12
  25. 25. Brand.com sites 0 out of top 20 pharmaceutical prescription brand websites have a mobile presence YET of traffic searching for the brand is from a mobile device Ref: Bluelight research, based on 2011 brand prescription sales by volumeWednesday, 26 September 12
  26. 26. Brand.com sites 0 out of top 20 pharmaceutical prescription brand websites have a mobile presence YET 20% of traffic searching for the brand is from a mobile device Ref: Bluelight research, based on 2011 brand prescription sales by volumeWednesday, 26 September 12
  27. 27. Oncology 82% of oncologists consult their mobile device 4 or more times a day How many oncology mobile brand sites? Ref: Bluelight research, based on 2011 brand prescription sales in oncology Ref: Oncology Skyscape 2011Wednesday, 26 September 12
  28. 28. Oncology 82% of oncologists consult their mobile device 4 or more times a day How many oncology mobile brand sites? 1 Ref: Bluelight research, based on 2011 brand prescription sales in oncology Ref: Oncology Skyscape 2011Wednesday, 26 September 12
  29. 29. Oncology 82% of oncologists consult their mobile device 4 or more times a day How many oncology mobile brand sites? 1 Ref: Bluelight research, based on 2011 brand prescription sales in oncology Ref: Oncology Skyscape 2011Wednesday, 26 September 12
  30. 30. Top 100 advertiser sites vs Non- Optimised optimised sites sites Source: IAB Optimised Site Study, GSMA Mobile Media Metrics (MMM) in partnership with comScoreWednesday, 26 September 12
  31. 31. Top 100 advertiser sites 63% vs Non- Optimised optimised sites sites Source: IAB Optimised Site Study, GSMA Mobile Media Metrics (MMM) in partnership with comScoreWednesday, 26 September 12
  32. 32. Top 100 advertiser sites 63% vs 37% Non- Optimised optimised sites sites Source: IAB Optimised Site Study, GSMA Mobile Media Metrics (MMM) in partnership with comScoreWednesday, 26 September 12
  33. 33. Does it matter? out of HCPs are likely to abandon the mobile website if its not optimised for a smartphone report that they are led to mobile optimised sites only occasionally Ref:  Manha*an  Research  –  Google  Physician  Channel   Adop:on  Study  (US)  2012Wednesday, 26 September 12
  34. 34. Does it matter? 62% out of HCPs are likely to abandon the mobile website if its not optimised for a smartphone report that they are led to mobile optimised sites only occasionally Ref:  Manha*an  Research  –  Google  Physician  Channel   Adop:on  Study  (US)  2012Wednesday, 26 September 12
  35. 35. Does it matter? 62% out of HCPs are likely to abandon the mobile website if its not optimised for a smartphone report that they are led to mobile 41% optimised sites only occasionally Ref:  Manha*an  Research  –  Google  Physician  Channel   Adop:on  Study  (US)  2012Wednesday, 26 September 12
  36. 36. Does it matter? 62% out of HCPs are likely to abandon the mobile website if its not optimised for a smartphone report that they are led to mobile 41% optimised sites only occasionally On average a mobile friendly content increases time spent on site and third more visitors Ref:  Manha*an  Research  –  Google  Physician  Channel   Adop:on  Study  (US)  2012Wednesday, 26 September 12
  37. 37. Apps as a mobile strategy The focus on apps not multi-device or screensWednesday, 26 September 12
  38. 38. Health Apps of iPhone apps created by pharma of Americans have downloaded a health app of HCPs have downloaded app Ref:  Pew  Internet  &  American  Life  Project  2012,  D4   2011Wednesday, 26 September 12
  39. 39. Health Apps 100’s of iPhone apps created by pharma of Americans have downloaded a health app of HCPs have downloaded app Ref:  Pew  Internet  &  American  Life  Project  2012,  D4   2011Wednesday, 26 September 12
  40. 40. Health Apps 100’s of iPhone apps created by pharma of Americans have 10% downloaded a health app of HCPs have downloaded app Ref:  Pew  Internet  &  American  Life  Project  2012,  D4   2011Wednesday, 26 September 12
  41. 41. Health Apps 100’s of iPhone apps created by pharma of Americans have 10% downloaded a health app 30% of HCPs have downloaded app Ref:  Pew  Internet  &  American  Life  Project  2012,  D4   2011Wednesday, 26 September 12
  42. 42. Health Apps of iPhone apps are only used once are still in use after 1 month of branded apps reach 1,000 downloads Ref:  Localis:cs,  Pinch  Media,  Deloi*eWednesday, 26 September 12
  43. 43. Health Apps 30% of iPhone apps are only used once are still in use after 1 month of branded apps reach 1,000 downloads Ref:  Localis:cs,  Pinch  Media,  Deloi*eWednesday, 26 September 12
  44. 44. Health Apps 30% of iPhone apps are only used once <5% are still in use after 1 month of branded apps reach 1,000 downloads Ref:  Localis:cs,  Pinch  Media,  Deloi*eWednesday, 26 September 12
  45. 45. Health Apps 30% of iPhone apps are only used once <5% are still in use after 1 month 20% of branded apps reach 1,000 downloads Ref:  Localis:cs,  Pinch  Media,  Deloi*eWednesday, 26 September 12
  46. 46. Apps are challenging Are health Are they cost apps medical Marketing effective? devices? plan Right Content plan audience and handsetWednesday, 26 September 12
  47. 47. Apps are challenging Are health Are they cost apps medical Marketing effective? devices? plan Right Content plan audience and handset Building a iPhone app isn’t a mobile strategyWednesday, 26 September 12
  48. 48. Where to start & questions to askWednesday, 26 September 12
  49. 49. 1.Research Mobile search How does your Google site render on SEO mobile devices Testing & W3C Audience Insights Google AnalyticsWednesday, 26 September 12
  50. 50. 2. Mobile search Back to basics SEO ensure technical, speeds and tagging of web content. Both desktop & mobile search benefit speed, relevance and simplicityWednesday, 26 September 12
  51. 51. 3. Developing mobile content How should you develop your mobile site? Same content / offer NO YES in mobile & desktop Most of your users have smartphones/ YES tablets NO Can you easily NO YES redesign / adapt your site? DYNAMIC CAN YOU SEPARATE URL RESPONSIVE 1 URL for mobile & desktop SERVING WITH USER IMPLEMENT IT? VERSIONS WEB DESIGN DETECTION Adapted from: Solis BrightonSEOWednesday, 26 September 12
  52. 52. Responsive webWednesday, 26 September 12
  53. 53. Covers all devices Responsive Web Design Website iPad/Tablet Apps Mobile Site/Mobile Apps 1680 x 1050 1024 x 768 768 x 1024 480 x 320 x 320 480 Desktops Netbooks Tablets Smart PhonesWednesday, 26 September 12
  54. 54. Earth HourWednesday, 26 September 12
  55. 55. illyWednesday, 26 September 12
  56. 56. Boston GlobeWednesday, 26 September 12
  57. 57. Onsior NAH http://us.onsior.com/Wednesday, 26 September 12
  58. 58. 4. Promotion Huge topicWednesday, 26 September 12
  59. 59. Mobile Traffic & SEM The mobile site receives 38% of traffic The PPC : Desktop search provides Mobile Site: click through rate (CTR) of 9%, with www.m.emergencycontraception.ie cost per click (CPC) £0.28. However mobile PPC provides higher CTR of 11% and significantly lower CPC at only 11p Desktop Site: www.emergencycontraception.ieWednesday, 26 September 12
  60. 60. Whats next..... Future gazingWednesday, 26 September 12
  61. 61. Multiscreen OwnershipWednesday, 26 September 12
  62. 62. HTML5 FT.com Mobile apps: native not always best, HTML web apps may rule in the future? FT.com have created a successful HTML5 app http://www.smartinsights.com/ mobile-marketing/mobile-design/ mobile-apps-native-not-always-best- html-web-apps-may-rule-in-the- future/Wednesday, 26 September 12
  63. 63. Final ThoughtsWednesday, 26 September 12
  64. 64. How to contact me +44 7961 755889 sam@bluelight Twitter/Slideshare: partners.com @sammielw or LinkedIn Sam Walmsley - Mobile ConsultantWednesday, 26 September 12

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